While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

King did not
disclose or hint at the margin of Publicis’ outlook upgrade, but he shot down a question from an analyst about whether consumers shifting to subscription media services might be a negative for
ad spending.

advertisement

advertisement

“What you’re suggesting is we’re seeing a shift out of linear TV, but that’s not a new trend,” King challenged, adding: “But against
that, we should remember that people are actually consuming far more media.”

King went on to make the case that agencies would benefit because of the shift from linear to TV
“addressable” and “programmatic” TV, which he said would “actually grow our business by creating far more personalized communication at scale, at speed.”

He said the shift would also be “more efficient and better for our clients,” and described it as “quite a nice opportunity.”

That point of view was
markedly different from one delivered by Publicis Groupe Chief Growth Officer
Rishad Tobaccowala during a keynote at CIMM last month, in which he predicted the supply of consumer advertising opportunities could decline as much as 30% over the next five years due to
consumers shifting to non-ad-supported media, such as subscription video services.